SALES of bust boosting bras are soaring thanks to trend-setting celebrities such as Beyonce and Kim Kardashian –while boob jobs are falling out of favour.

Celebrities like Nicki Minaj flaunt their assets while Cara Delevingne admits to having some help

Department store giant Debenhams reported sales of a new generation of bras offering a boost of at least two cup sizes have risen by 35 per cent over the last six months.

Using revolutionary technology, lingerie designers have been able to redesign and strengthen the construction of bra cups so they lift and shape, build bust size and create a deep, plunging cleavage - without the need for 'chicken fillets' or lots of heavy padding.

The trend for the extra lift is reminiscent of the iconic "Hello Boys" poster featuring supermodel Eva Herzigova in the 1990s.

An instant, painless boost in bust size has been led by celebrities such as Kim Kardashian, Sofia Vergera, Beyonce and Nicki Minaj, who flaunt their eye-catching décolletage in dramatic plunging outfits.

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Sofia Vergera and Beyonce both show off their ample assets

This new generation of bras is the perfect solution for those who want to emulate the extreme-cleavage look

Sharon Webb

Many famous faces not blessed with a natural bust have also helped the so-called "vavava-voom" bras by being open about their use of up-lifting lingerie, including smaller-breasted stars such as Taylor Swift, Paris Hilton and Cara Delevingne.

The rise of boob-job bras follows a decline in breast enhancement surgery by almost a quarter last year.

On the other hand, breast reduction procedures are on the increase following celebrities such as Katie Price, Victoria Beckham and the original Baywaych babe, Pamela Anderson, all undergoing reduction ops.

A survey by Debenhams of more than 1,000 women revealed the majority enjoy showing off their assets and eight out of 10 women with natural A-C boobs said they would rather have a bra to boost their bust than go under the knife.

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The original boob-op girls, Pamela Anderson and Katie Price, have both opted for reductions

Meanwhile 85 per cent of women with cup sizes C to E said they were proud of their cleavage.

Almost three out of four of the women polled said wearing a bust-enhancing bra made them feel more confident.

But a similar number admitted owning a bra that does not fit properly and is at least one cup too big or small.

No matter what size, women now keep 17 bras on average in their lingerie drawer to ensure they have suitable underwear for all occasions and outfits - and they buy on average four new bras a year.

Sharon Webb, head of lingerie at Debenhams, said: "This new generation of bras is the perfect solution for those who want to emulate the extreme-cleavage look that is very much in fashion at the moment."

She added that it is important to have a fitting for every style of bra bought and to always wear the correct size - even for sports bras and strapless - as they have been designed to support for your size.